We identified SPIN media as a core partner to give us access and credibility. In partnership, we developed relevant content via a two-part concert series at Hilton properties featuring up-and-coming artists Bridget Kelly and Mikky Ekko. The music series was publicized by creating custom content leveraging SPIN’s digital network and encouraged millennials to visit Hilton’s social channels to view the artist performance videos.

For our finale, we achieved a category first by live-streaming Mikky Ekko’s concert on YouTube and took over YouTube’s homepage masthead for 24 hours, providing Generation Y fans around the world a new and historic experience. #HiltonMusic.

For less than $700,000, Hilton reached an influential audience 50 times greater than the GRAMMY telecast, with over 785MM impressions and 80MM performance views. Additionally, Hilton received an incremental $225,000 in hotel bookings thanks to the live stream and a 17% increase in brand awareness among millennials (A18-34).

Hilton was featured in AdWeek as Category Innovators (August 13th, 2014).

Ultimately, this effort helped Hilton become the official hotel partner for Live Nation, with performances on-property for the next five years!